KIEV (April 2017) — Global brand strategy and design firm Landor has partnered with TSUM (ESTA Holding), Kiev’s oldest department store, to help reinvigorate the brand as an icon of Ukrainian culture and history in the heart of Kiev.
Respecting TSUM’s heritage was vital, so Landor repositioned the brand around “uplifting moments,” allowing TSUM to retain its beloved cultural connection while creating an entirely unique customer experience. The goal: to make shopping not only convenient, but also eye-opening and enjoyable.
This same balance between TSUM’s past and future can be seen in its visual identity. The logo has a strong, modern feel that both complements and contrasts with the department store’s 1930s facade. Though its original facade remains unchanged, the inside of the building has been dramatically reconceived, including everything from brand experience, retailers, and services to interior design and consumer pathways. Rounding out the comprehensive rebrand, an in-store signage system with shifting graphic patterns reflects TSUM’s role as a curator and tastemaker within the fashion and retail world.
Tony Lyons, design director of Landor Hamburg, reflected, “TSUM’s visual system focuses on unearthing dynamic, playful, mysterious, and surprising components. It encourages imagination and celebrates the joy of discovery through its evolving patterns and graphics. These elements help make the shopping experience extraordinary every time a customer returns to the store.”
Emma Beckmann, managing director of Landor Moscow, expanded, “The transformation process for TSUM Kiev has been holistic and comprehensive. In trying to make it relevant to new, younger audiences, we needed to wake up the brand while still holding true to its heritage. From a strategic perspective this was a delicate balance, and we needed to ensure it was communicated through all touchpoints.”
Andrei Sverchevsky, TSUM project manager, said, “The revitalization of TSUM is a true representation of Landor’s ability to create branded experiences. The architecture and interior design by Benoy and Four IV perfectly reflect the brand idea Landor developed. Together the visual identity, signage, experience design, and architectural remodel have prepared TSUM for a successful future.”
For more information, contact:
Global Marketing Director
As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.
Landor’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Aeroflot, Bayer, BBC, BMW, BP, Citroën, Danone, Emaar, Etihad Airways, International Hotels Group, Procter & Gamble, Russian Copper Company, and Tata Group.
© 2017 Landor. All rights reserved.